I think you’d agree with me if I say people are using digital marketing for business growth more than ever.
It doesn’t matter what business you are in B2B or B2C, if you are not using digital marketing for your business, you are making a blunder mistake.
Even though, big companies such as Coca-Cola, McDonald, and RedBull they all are using digital marketing for business growth, product development, and services.
Of course, traditional print and media advertising still has its value, and it could be useful in some places.
But including digital marketing in your marketing strategy will boost your advertising and branding in a meaningful way.
According to Statista, the U.S. alone spent $59.82 billion on digital advertising in 2015 and is expected to reach $113.18 billion in 2020!
Why use digital marketing for business?
Digital marketing has a lot to offer as per your business goal and need. In a study of Gartner, they found 28% of marketers have reduced their advertising budget to fund more digital marketing.
The biggest benefit of using digital marketing for business is, it costs less than traditional marketing.
Compared to digital markets, traditional markets have the limitations, and you hardly get the accurate data of advertisement cost and ROI.
On the other hand, when you are using digital marketing for business, you can easily measure your cost on the digital marketing investment and ROI (return on investment).
The best part of digital marketing is, it’s very flexible and easy to use. Moreover, it allows you to change your online marketing strategy according to your niche and business trend.
Before you choose digital marketing for business, you must know how digital marketing works? And, how to market a business on digital platforms?
There are few basics rules of digital marketing strategy that you need to know about.
#1. Knowing your audience is the key to success
The better you know your audience, the more effectively you can create and build your digital marketing strategy.
A successful digital marketing strategy depends on how well you know your potential client and target market.
To understand your target audience, the first thing you need to do is build a buyer persona.
Here is a quick definition of buyer persona, in case, if you don’t know what the buyer persona is.
A buyer persona is a fictional image of your ideal customer based on the market research and data that you collect about your existing clients.
A perfect buyer persona contains data like customer demographics, behavior patterns, motivations, and their goals.
See how a buyer persona looks like:
Once you identify your target client, you can build your digital advertising strategy according to their need.
The beauty of the digital marketing is telling a story about your brand, product, and services to your potential audience without bothering them.
The message you convey in your brand story should be inspiring and entertaining to convert your audience into your customer.
Do a proper keyword research to know what phrases and words your clients looking for in search engines to find your products.
#2. Find where your clients are hanging out
Once you know who is your target audience, the next step is to find out what digital platforms they are spending time, and hook up with them directly.
Remember, you have to put your content online, where your potential clients quickly find you and your content.
There is no benefit publishing a content where no one consumes it.
Following are some possible digital platforms where you may find your potential customers:
Social media is goldmine – Do you know there are 3 billion active internet users in the world, and around 2.1 billion users have social media accounts?
Social media is a great place to find your target clients.
If your potential audience is professionals, you should stick with Linkedin and Twitter.
On the contrary, if you are targeting youth then you should move to Facebook, Instagram, and Snapchat.
Once you know the right social media platforms where your target audiences like to hang out, it’s time to connect them with useful and entertaining posts and discussions.
Use forums to find hidden gems – Forum is another excellent platform where experts and newbies share their experiences and knowledge about any particular problem.
How to find the right forum to get the targeted clients?
Go to the search engine and type “forum + keyword.” The keyword can be your product or services.
The search engine will show you top 10 results, open one-by-one each of them.
Make a list of top forums that are talking about your product or services.
Create an account on all top forums and participate in the discussion and see what it have for you?
Most of the forums are free to join.
#3. Mobile Platforms
3.65 billion mobile users have access to the internet via smartphones and tablets.
People are doing business activities on mobile devices more than before.
If you are serious to use digital marketing for business purpose, you have to take extra care of mobile platforms.
In a study of Pew Internet, they found 34% of users go online by using their cell phone than desktop or laptop.
That means you have to make your website content easily accessible to your audience if you failed to do that, 61% chances are your site will be abandoned.
#4. Paid Advertising
Only having social media presence and mobile website is not enough.
You have to think about other digital advertising options like paid advertisements and direct mail for getting targeted audience and branding.
Paid search marketing also is known as PPC marketing is one of the best ways to marketing your business as well as targeted traffic to your site.
Hire a PPC expert for you, if you don’t know to set up PPC campaign, it will save your time and money.
#5. Content Marketing
According to TopRank, 90% B2B marketers are using content marketing.
Moreover, 70% of B2B marketers has shown interest to create more content in 2017 compared to 2016.
See what Content Marketing Institute has to say about content marketing.
“Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
Content marketing involves creating and sharing valuable free content to attract, nurture and convert prospects into customers, and customers into repeat buyers
To be successful with content marketing, you have to provide consistently valuable content.
Caution: Never create content that has does not provide value to your audience.
Following are some forms of content you can produce to your clients:
- Blogs and Articles (How-to-guide, Step-by-step, etc.)
- Entertaining Videos
- Book Reviews
- Opinion Post
- Product Reviews
- Case Study
You can choose any form of content according to your audience but only if you are adding value in without making annoying.
Because if the content is boring people will start annoying to your content and may be blacklisted to you.
#6. User engagement and user experience
Many marketers fail to effectively use digital marketing for business because they forget the user engagement and user experience. Instead, they focus on marketing their business.
A successful digital marketing campaign is not just marketing your business online but engages, delights, and serve to your prospects, so they convert into buyers.
To make your online marketing campaign successful, you must know what users think about your product or services, use that knowledge to marketing your business effectively and successfully.
Producing quality content to your audience is the first step, next you have to engage with them with the following methods:
- One of the most popular ways to engage with your audiences is the following comment and replying to them
- Ask questions to your adience about their problems
- Send your clients weekly newsletter
- Be polite if someone left a negative comment on your blog post or product review. Try to solve their problem in a peaceful manner
- Offer valuable content in both ways online and offline
Digital marketing for business owners is only going to work if they regularly provide helpful content to their audience.
Don’t expect that a single piece of content will skyrocket your business .
We talk about user experience enough, now what is UX (User experience) exactly?
User experience is the process of improving user satisfaction by providing better design, usability, and navigation on your website.
Before we proceed further I would like to know, is your website is easy to navigate?
Is it has a CTA (call-to-action) that make users to easily find about your product or services when they land on your website?
Not now but maybe very soon Google will start considering User experience to a ranking factor.
As Google is very concern about users and always try to provide a better user experience to users.
If your site is failed to provide that pleasant experience to your audience it might hurt your ranking on search engine.
According to Search Engine Journal, UX (User experience) will be an important factor of future SEO and every digital marketing strategy.
#7. Setting goals and measuring performance
According to Avinash Kaushik, most of the digital marketing campaign failed not just because they were not performed well or there was a lack of creativity in your banner ad or TV ad or your website. It is not even because your team did not work well.
It happens because of the lack of structured thinking, no goal setting for your digital marketing campaign, moreover how you measure the success and failure of your online marketing campaign.
You must set a goal for your digital marketing strategy campaign to know how it is performing. Whenever you set a marketing goal, make sure it is measurable.
Measuring your marketing strategy is important because it will show your weak and strong point.
Once you collect all necessary data, then find out where need improvement and which marketing area is strong.
However, there are other analytic tools available online out there that you can use for measuring your site performance. Most of them are free to use but some are paid.
In future, digital marketing will rule in the marketing industry. Many small companies are using digital marketing for business growth instead of using traditional marketing.
The main advantage of using digital marketing for business is, it is measurable and flexible as per business changing environment.
That’s why it is more successful than traditional marketing.
Nothing could be better than digital marketing if you are looking for ways to marketing your business.
Please share your thoughts in the comments about this topic. How effective is digital marketing for business small business’s growth?